mn ama annual conference: labreche presentation

Just the results, please Straight talk about measuring marketing impact

May 17, 2012

©LaBreche 2012

©LaBreche 2012

Measurement vortex

©LaBreche 2012

Disparate marketing

•  Inconsistent messages

•  Clumsy customer experience

•  Impossible to measure true value

©LaBreche 2012

Integrated marketing

•  Brand consistency

•  Irrelevant messaging

•  False measurement

©LaBreche 2012

Unified marketing

•  Deep understanding of customers

•  Communication based on their needs and actions

•  Measurable

©LaBreche 2012

Content engineering

•  Objectives

•  Conversion strategy

•  Appropriate tools

•  Relevant content

•  Clear calls to action

•  Measure and adjust

©LaBreche 2012

Make it about them

©LaBreche 2012 Source: smartinsights.com

©LaBreche 2012

“I know half my advertising dollars are wasted. I just don’t know which half.”

- John Wanamaker

©LaBreche 2012

Small group discussions

©LaBreche 2012

How to get there

•  One step at a time

•  Excel and tick marks on a piece of paper

•  Separate phone numbers and URLs

•  Testing and optimization methodology

©LaBreche 2012

Closed-loop marketing

©LaBreche 2012

Continuing down the path

•  Attribution tracking and consistent goal setting

•  Trigger vs. contributing source

•  Complex systems like CRM and marketing automation

•  Multivariate testing, segmentation, nurturing

©LaBreche 2012

Keep on keepin’ on

•  Take it one step at a time

•  Try, test, adjust

•  Over time, you’ll know which half is working, and more

©LaBreche 2012

“Scary finding: None of your channels work when measured alone. The magic of the mix lifts all channels.”

- John Wernz

mn ama annual conference: labreche presentation

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